Encodia is a biotech company looking to change the world. Their groundbreaking technology reverse translates proteins into DNA so that they can be read more easily by scientists. This technology allows scientists to be able to scale their research more easily to impact the most challenging diseases. If this technology can be harnessed to work quickly and on a large scale then it truly will be world-changing.
Encodia approached Mucho to create a new brand that felt more modern and memorable and to help tell their story. However, the primary reason for the brand refresh wasn’t to speak to the bio-tech audience and announce what they were doing as a company but was to create a brand that would appeal to great thinkers and hire great employees – Biologists, Chemists, business people, and innovators. Encodia want to appeal to the elite problem-solvers across a wide range of industries. They aspire to attract people who think differently about solving problems – In the same way Encodia reverse translates proteins into DNA, they really want to attract talent that views problems from a unique perspective.
We created a new logo for Encodia that combines the graphic structure of a DNA strand and the letter E, reminiscent of a puzzle. A supporting graphic language was developed inspired by M.C. Escher’s graphic drawings of impossible puzzles and scenarios. Copy and messaging supports this idea of solving problems to unlock endless possibilities in the medical world – Unlimit Biology and Found in Translation.
Upon moving into an large new building with plenty of white wall space and windows, we extended the graphic language into environments. This helped build a creative work space, inserting some wit and humor while employees work on the most serious of experiments, trials and tests that have the potential to save millions of lives.